MullenLowe Group unveils the Challenger Octopus

| January 25, 2016

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MullenLowe Group has unveiled a new corporate logo as part of the rebranding of the IPG network's regional agencies — an octopus with boxing gloves.The "Challenger Octopus" icon, developed by MullenLowe Brasil, is designed to reflect the group’s "hyperbundled" offering and risk-taking attitude.It follows the merger of the Mullen agencies in the US with the global creative network Lowe and Partners, which led to the formation of MullenLowe Group in May 2015.As of this month, all agencies within the group — previously known as Mullen Lowe — are being renamed MullenLowe, including DLKW Lowe, which rebranded to MullenLowe London on Jan. 1.The network now wants to position itself as a "global challenger creative boutique.""The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network," said Alex Leikikh, global CEO of MullenLowe Group.

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